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08 Jun 2021

Gymbox and WeWork sign deal for exclusive collaboration
BY Tom Walker

WeWork members will gain access to a bespoke package of Gymbox workouts

WeWork members will gain access to a bespoke package of Gymbox workouts
photo: Gymbox

Gymbox has signed a partnership agreement to provide members of flexible workspace provider WeWork with both in-person and on-demand fitness classes.

WeWork members will gain access to an bespoke package of Gymbox workouts, with classes covering seven branded categories – from Sweat and Strength to Holistic.

As well as an exclusive class timetable – offered both at Gymbox’s studios and WeWork’s dedicated wellness spaces – the partnership will see the creation of tailored digital class content which members can access from anywhere.

The collaboration will also see the brands come together to curate a series of rooftop events this summer.

It is the latest example of how fitness operators are looking to diversify their offer in a market disrupted by the pandemic, by combining physical facilities with digital offers and striking deals with service providers in other markets.

Marc Diaper, Gymbox CEO, said: "The demand for flexibility in where, when and how we work out has increased immensely.

"This deal means WeWork members will be able to factor in training and exercise freely and conveniently while feeling part of a community, which is a great benefit for physical and mental wellbeing.

"WeWork is a forward-thinking brand, has a very strong tone of voice."

Mathieu Proust, WeWork general manager, UK, Ireland and Emerging Markets, added: "At WeWork, we understand the importance of having a diverse workspace that not only caters to varying working needs but also prioritises employee wellbeing.

"We know flexibility will now define the future of work, and Gymbox’s On Demand content underscores this shift; enabling our members to get involved and keep fit, even when working from home.”

In January 2021, while the UK's fitness sector was still in lockdown, Gymbox launched a service which gave consumers the opportunity to own their own bespoke Gymbox space.

The home gym design and build service, called Home Sweat Home, will see Gymbox's project teams create at-home fitness spaces in line with the operator's brand values.



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